DIGITAL INDUSTRY INSIGHTS FROM CUSTOMER EXPERIENCE LEADERS. Question 1: Question 2: Question 3: INSURANCE. Government. Telecom. utilities.

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1 INDUSTRY INSIGHTS FROM DIGITAL CUSTOMER EXPERIENCE LEADERS Question 1: How are you using digital channels to aid your customer experience? Question 2: How do you align your digital strategies to balance business goals with customer needs? Question 3: How do you use digital to drive customer retention and conversions? INSURANCE Government Telecom utilities retail consultant Ron Kerr, VP, Multi-Channel Customer Experience, Agency & Field, Nationwide Insurance Joe Morrisroe, Executive Director, NYC311 Vincent Boon, Cheif Community Officer, Standing on Giants / Telefónica Steven Javor, Senior Manager, Digital Customer Experience Schneider Electric Canada Renee Racine-Kinnear, Director, Digital Customer Experience, Indigo.ca Aimee Lucas, Customer Experience Transformist & Vice President, Temkin Group QUESTION: How can companies use digital channels to aid their customer experience?

2 September 24-25, 2014 New York Hilton Downtown 2 Question 1. How are you using digital channels to aid your customer experience? Ron Kerr, VP, Multi-Channel Customer Experience, Agency & Field, Nationwide Insurance As we design member experiences, we look first to understand the needs and expectations of our target segments and we include members and prospects in the design process. The experience design process considers the member expectations across all of our distribution channels and focuses on delivering experiences that work seamlessly across channels. Digital channels are an increasingly important part of the equation and we look to integrate digital capabilities appropriately into all of our member experiences. Joe Morrisroe, Executive Director, NYC311 Our service offering to over 8 million residents of New York City as well as thousands of businesses and millions of visitors is a combination of city-content and customer-experience. Content is the information, assistance, and services customers need and City agencies provide through 311. The customer experience is the value-add that 311 delivers providing context, navigation, instructions, and direction beyond the information. Digital channels are absolutely critical to delivering that combination. By balancing our core content with the various delivery modes available through digital channels we are meeting our customers where they are, with the information they need and use.

3 September 24-25, 2014 New York Hilton Downtown 3 Question 1. How are you using digital channels to aid your customer experience? Vincent Boon, Chief Community Officer, Standing on Giants / Telefónica We put almost all of our efforts into our Community Forum based platforms to create a really deep understanding of our customers needs and wants. We have found that using platforms such as Twitter or Facebook does not allow us to have the kind of in depth conversations that we are looking for. Nor do we see much peer-to-peer help and discussion happening on those platforms. Through our forums, we are able to really generate a fantastic ROI at many different levels. From call deflection, through to acquisition, through to reduction in churn, and increased spent. At giffgaff for example we have been able to create a consistent Net Promoter Score of 75. Sustain a Customer Satisfaction Index of 80. And reduce customer service costs by a minimum of 50 per cent. Steven Javor, Senior Manager, Digital Customer Experience, Schneider Electric Canada Schneider Electric is committed to understanding the Customer Experience first and foremost. Digital (enps, surveys, social media, videos) and non-digital (segmentation, Interviews, customer shadowing) experience tools are utilized concurrently to document, map and validate the customer experience and their associated pain points. Depending on the customer segment, a concise strategy is created to improve the customer experience and customer facing digital channels are either created, modified and/or utilized to complement traditional brand, relationship and campaign tactics. For example, we strategically are developing new value added digital tools for electricians and using social media (Facebook, Twitter) and personalized portals to encourage customers to connect and converse with individuals in our company.

4 September 24-25, 2014 New York Hilton Downtown 4 Question 1. How are you using digital channels to aid your customer experience? Renee racine-kinnear Director, Digital Customer Experience, Indigo.com We view digital as an opportunity to test innovative experiences. When it launched years ago, our large touch screens in-store were considered an innovation. Since then, we ve created innovative experiences on other digital screens. Our mobile app, for example, offers great localization features including check in, store offers, personalized recommendations, but also exists on it s own with non-store related features like barcode scanning for easy integration of real world product into digital list-keeping behavior. On our website, we strive to offer tactile experiences like drag and drop to energize the desktop and tablet experience, creating a physical experience that our customer has with our brand. More strategically speaking, we see our digital customers as partners in our brand evolution and use actively use this channel to establish our roadmap.

5 September 24-25, 2014 New York Hilton Downtown 5 Question 2. How do you align your digital strategies to balance business goals with customer needs? Ron Kerr, VP, Multi-Channel Customer Experience, Agency & Field, Nationwide Insurance Member needs and business goals are continually evolving. As they evolve, we re-evaluate our priorities to ensure we have the needs of our target members well integrated into all of our distribution strategies, including digital. Joe Morrisroe, Executive Director, NYC311 Our customer experience strategy is to meet our customers where they are. Digital channels are critical to enabling that strategy and delivering value to the customer while contributing to cost-management.

6 September 24-25, 2014 New York Hilton Downtown 6 Question 2. How do you align your digital strategies to balance business goals with customer needs? Vincent Boon, Chief Community Officer, Standing on Giants / Telefónica We are constantly evolving our digital strategies to increase customer engagement and involvement into the company. We are continuously looking at ways in which the customer can contribute to the company and help us advance the business goals. So rather than see them as something that stands opposed to one another, we align our goals and try to maximise customer input to solve the challenges we face. Steven Javor, Senior Manager, Digital Customer Experience, Schneider Electric Canada The Digital Customer Experience Strategy cannot exist in a vacuum; alignment with the business is critical to success. Each customer experience project is sponsored by the respective Business Unit Executive and the business goals of the unit are reviewed by the team. The Digital Customer Experience team then works to understand and document the experience, define the opportunities, and then work together with the Marketing/IT/Brand teams to review and align the digital strategy with the non-digital strategy before tactical execution takes place. As the strategies and tactics are executed, Customer Satisfaction and Quality tools and traditional business case results are regularly reviewed to track progress and tactics are modified when re-alignment is needed.

7 September 24-25, 2014 New York Hilton Downtown 7 Question 2. How do you align your digital strategies to balance business goals with customer needs? Renee racine-kinnear Director, Digital Customer Experience, Indigo.com Our next innovation will come from a customer. We believe that resolutely. This has led us to create a value system that honors the customer as much (and often more) than typical business goals. In other words, our revenue goals are not seen as being of higher importance than customer satisfaction. On this scale, both are equal. All strategies are measured for value on that scale and those that rate highest (that win for both) are prioritized. In my session, I ll outline this philosophy and how we put it into action with a program I call our Idea Garden.

8 September 24-25, 2014 New York Hilton Downtown 8 Question 3. How do you use digital to drive customer retention and conversions? Ron Kerr, VP, Multi-Channel Customer Experience, Agency & Field, Nationwide Insurance Digital plays a critical part in conversion and retention, regardless of the channel through which the purchase is made. Whether it s digital marketing to bring target members into the sales funnel with momentum, digital sales processes that are extremely low friction, digital tools that make it easy to find a local agent or digital self-service capabilities that make it easy for members to do business with us, these capabilities are critical components of our multichannel member experiences. Vincent Boon, Chief Community Officer, Standing on Giants / Telefónica Through consistently applying the right methodologies, being very open and honest with our customers, even when things don t always go our way, we have been able to create real bonds of trust and loyalty in the different communities we manage. By giving the communities of customers the right tools we have been able to really get them involved in the acquisition process and gain new customers through loyal fanbases. As well as working with our customers to acquire new ones, we can also see really large benefits in churn reduction by ensuring people are aware of how we work with them, or even getting them actively involved with the company. Please see two case studies below: giffgaff Customer Support by Customers Case Study: Movistar Argentina

9 September 24-25, 2014 New York Hilton Downtown 9 Question 3. How do you use digital to drive customer retention and conversions? Steven Javor, Senior Manager, Digital Customer Experience, Schneider Electric Canada Success in Customer Experience is dependent on the personal relationship a customer has with a brand. To drive retention and conversion we first need to educate front line Sales and Service employees on the customer experience and encourage them to relate to the customer from a empathic, responsive and accountable standpoint. We use internal digital CRM tools to enable these customer facing staff to have a single, consistent and up to date view of the customer and by using the Digital Customer Experience strategy as a guide, we create innovative and agile digital solutions (together with our customers) to address their validated pain points. We then use earned social media to create buzz and unearned traditional marketing tactics to draw attention to the solution. We are also experimenting with Nurturing and Marketing Automation strategies to help drive awareness, retention and conversions. Renee racine-kinnear Director, Digital Customer Experience, Indigo.com In my mind, the most under-used way to drive retention is the simple thank you. We actively track the feedback, criticisms and ideas shared with us by our customers so that when their concern is addressed or their idea is launched, we re able to go back to them individually and recognize their contribution to our evolution. This recognition can often be enough to reearn a customer s business or least, prove that we re listening. Our customers know that we re invested in keeping them and, I believe, this differentiates us from what can seem the anonymous machine of digital commerce.

10 September 24-25, 2014 New York Hilton Downtown 10 Question. How can companies use digital channels to aid their customer experience? Aimee Lucas, Customer Experience Transformist & Vice President Temkin Group It s about incorporating digital channels within the overall customer experience. Beyond in-person and web interactions, consumers with smart phones and tablets have more apps and more sensors that enable them to do more things wherever they go. In response to this, companies will increasingly fuse digital elements into their product offerings and service experiences. Digital-infused experiences also require the company to redesign marketing, sales, service, and support processes to integrate mobile and web with other in-person and remote channels. Here are some things companies can keep in mind: Assume increasing adoption. Whatever comfort level around web and mobile interactions customers (and employees) have today, it will increase in the future as digital experience alternatives become more prevalent in everyone s lives. Continue to focus on usability. Digital experiences won t deliver benefits of engagement and loyalty if customers cannot be successful. People have more options, more distractions, and less patience. Every organization needs to relentlessly focus on making their products, services, and processes easier for customers to use. Connect online with offline. Not everything can or should be done online, so companies need to design experiences that tie together online and offline activities. Temkin Group research shows that consumers prefer to interact with an actual human over the phone or in person rather than a self-service channel for activities with more severe consequences for mistakes. The bottom line: Companies should stop thinking about digital channels as an alternative to other channels, and instead design experiences incorporating multiple channels aligned with their customer s journey.

11 HEAR MORE FROM THESE SPEAKERS You can hear more on what these speakers and many others have to say at our Digital Customer Experience Strategies Summit. It s being held on September 24th & 25th 2014 at the New York Hilton Downtown. How Does This Event Apply To You And Your Business? Strategies, innovations, lessons learned and ideas will be shared, so you can take-away and enhance your own strategy, no matter what your industry! Our event showcases leaders from a range of different industries including Financial Services, Pharmaceuticals, Healthcare, Hospitality & Entertainment, Technology, Retail, Utilities and many more... Click Here To View The Event Brochure